Rascasse Audience Intelligence

Horeca Audience in Germany

A data profile of the people who buy, follow and care about Horeca in Germany — modelled from more than twelve digital signal sources. Horeca has an estimated audience of 288,947 people in Germany.

#6282among Topic in Germany#1436in Travel & Leisure

The average Horeca fan in Germany is 41.6 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Hessen.

Top brand affinities include Aerobics, Kaufhaus des Westens, Otto Waalkes, with strongest over-indexing on Aerobics (11.13× the country average).

Demographically, the Horeca audience skews more female with an average age of 41.6, and over-indexes on personality traits such as Quality Awareness, Risk Appetite.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Horeca fan in Germany is more female, around 41.6 years old, with strong Quality Awareness tendencies and a notable affinity for Aerobics.

Category: Travel & Leisure · Type: Topic

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Horeca profile in Germany.

Audience size
289K
in Germany
Gender
56.1%♀
43.9% male
Age
41.6
average years
Country rank
#17808
Topic in Germany
Fig. 01

Search interest · 12-month trend

+21%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Horeca fans

56.1% are female, 43.9% are male, average age 41.6.

Fig. 02

Gender split

56.1%
Female
43.9%
Male
Demographic split for Horeca audience in Germany
MetricValue
Female56.1%
Male43.9%
Average age41.6
Estimated audience size288,947
Fig. 03

Age distribution

Ø 41.6
average years
Age distribution of the Horeca audience in Germany
Age bracketShare%
16-1915%
20-2916%
30-3920%
40-4926%
50+23%
Fig. 04

Worldwide distribution

3.0%

of the worldwide Horeca audience comes from Germany.

Worldwide audience distribution share by country for Horeca
CountryShare
Netherlands23.4%
Italy12.5%
Belgium11.8%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Horeca audience in Germany is strongest.

Fig. 05

Top regions by affinity

Horeca fans by region: top regions in Germany
#RegionReachAffinity×
01Hessen~40K1.83×
02Berlin~20K1.43×
03Bayern~60K1.35×
04Nordrhein-Westfalen~80K1.29×
05Hamburg~8K1.28×
06Rheinland-Pfalz~20K1.11×
07Bremen~2K0.99×
08Baden-Württemberg~40K0.98×
09Saarland~3K0.95×
10Niedersachsen~30K0.93×
11Schleswig-Holstein~9K0.90×
12Mecklenburg-Vorpommern~5K0.89×
13Brandenburg~8K0.86×
14Thüringen~6K0.86×
15Sachsen-Anhalt~6K0.85×
16Sachsen~10K0.77×
Fig. 06

Affinity by region

Affinity by region — Horeca, Germany
0.77×1.00×1.83×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Horeca audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Horeca audience
#·InterestCategoryAffinity×
01Kaufhaus des WestensShopping14.91×
02StadiumSports13.71×
03PirelliCars & Mobility13.27×
04LavazzaFood & Beverages12.29×
05Zumba DanceSports11.47×
06AerobicsSports11.13×
07Porsche MacanCars & Mobility10.67×
08Otto WaalkesMovies & TV10.50×
09George MichaelMusic & Radio10.06×
10Otto GmbHShopping9.95×
11Ice Hockey World ChampionshipsSports8.97×
12Depeche ModeMusic & Radio7.57×
13Max VerstappenSports6.88×
14Montblanc (company)Fashion & Accessoires6.74×
15NenaMusic & Radio6.50×
16David BowieMusic & Radio6.05×
17Sex and the CityMovies & TV6.01×
18Phil CollinsMusic & Radio4.65×
19SV Werder BremenSports2.56×
20Personal financeBusiness & Career1.79×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Horeca audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Horeca audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM1.80×
Risk AppetiteTHRILL1.77×
Career OrientationPOWER1.64×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Horeca audience · Rather not
TraitClusterDeviationScore
Price SensitivityPREMIUM0.68×
MindfulnessBALANCE0.77×
Luxury OrientationPREMIUM0.81×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Horeca have in Germany?

Horeca has an estimated audience of 288,947 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Horeca fans?

56.1% of Horeca fans are female, 43.9% are male, with an average age of 41.6 years.

03

Which brands do Horeca fans like most?

Horeca fans show strongest brand affinity for Aerobics (11.13×), Kaufhaus des Westens (14.91×), and Otto Waalkes (10.5×) over the country average.

04

Where do Horeca fans live in Germany?

Horeca fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~80K), Bayern (reach ~60K), and Hessen (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do Horeca fans also like?

Beyond Horeca itself, the audience over-indexes on Kaufhaus des Westens (14.91×), Otto Waalkes (10.5×), Sex and the City (6.01×), and George Michael (10.06×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Travel & Leisure audiences in Germany

See Horeca audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Horeca. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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